品牌发展新机会就在眼前，错过没有回头路 |Vol.112 对话凯度大中华区CEO
温柔一刀
Deep Dive
Why did Doreen transition from being a programmer to a career in consulting?
Doreen transitioned from programming to consulting because she found the work in healthcare data analysis unfulfilling and repetitive. She was drawn to the dynamic and creative nature of consumer goods and market research, which she found more interesting and engaging.
What is the significance of the BrandZ global brand ranking?
BrandZ is a globally recognized brand ranking that influences the stock prices of listed companies and is used by Fortune 500 companies as a key performance indicator for their marketing departments. It is considered a benchmark for brand value and is highly respected in the industry.
What challenges do Chinese brands face in 2023 according to Doreen?
In 2023, Chinese brands are experiencing a significant decline in brand value, with an overall drop of around 20%. This is attributed to a combination of factors including a challenging capital market and a lack of focus on meaningful differentiation and brand activity.
What advice does Doreen give to Chinese brands looking to go global?
Doreen advises Chinese brands to focus on creating meaningful, differentiated, and active brand experiences. She emphasizes the importance of understanding local consumer insights and avoiding the trap of competing solely on price, which can lead to a race to the bottom.
How does Doreen describe the importance of brand value in a company's intangible assets?
Doreen highlights that brand value constitutes 53% of a company's intangible assets, according to recent data. She stresses the importance of not underestimating the value of a brand and the need for companies to invest in building and maintaining strong brand equity.
- 从程序员转型咨询顾问，再到创业和加入凯度，D姐的职业经历丰富多彩。
- 在凯度工作的16年里，D姐带领团队打造了全球权威的品牌榜单BrandZ。
- D姐分享了她职业生涯中重要的转折点和职业选择的心路历程。
Shownotes Transcript
|本期嘉宾|
Doreen（凯度大中华区CEO暨凯度BrandZ全球主席）
|本期内容|
“2023年开始，中国品牌整体价值正在以20%左右幅度下滑！”
看到这句话，你大概和我一样惊讶。这句话是凯度大中华区CEO Doreen（简称D姐）告诉我的。D姐是我非常尊敬的前辈，对外她为人熟知的身份是企业CEO、是品牌营销行业专家，但其实她的个人经历非常丰富：
- 从程序员跨界咨询，没干2年就创办咨询公司当老板；
- 是第一位在英国议会演讲品牌的中国营销人，每年走遍25个国家介绍全球品牌打法；
- 带领团队打造出全球权威的品牌榜单BrandZ，榜单影响力夸张到能影响企业股价，还被500强视为市场部考核成绩单；
我很佩服她的经历，也很好奇D姐研究全球品牌发展近20年，如何判断现在的品牌营销、品牌出海？所以我特地请到D姐录一期播客，展开聊聊：
1、从程序员到全球顶级咨询CEO，如何做出职场抉择？
2、见证全球品牌发展近20年，看到哪些不为人知的变化？
3、出海热潮之下，品牌搭上“出海快车”要避哪些坑？
|时间戳|
03:29 从程序员转型全球顶级咨询CEO，我的折腾人生
07:15 西班牙人和黑人是怎么开始用牙膏的？
17:42 登上英国议会演讲背后：我准备了100遍
27:00 被500强企业当作考核成绩单，BrandZ榜单怎么做到的？
37:33 CMO都说不清的品牌价值，该如何准确评估？
43:33 2023年开始，中国品牌整体价值正在以20%左右幅度下滑
49:14 “卷价格死、卷价值活”
53:18 中国品牌有效出海，避坑这3点
57:15 “任何市场品牌建设窗口期只有两三年，没有回头路”
1:06:00 “品牌占企业无形资产53%，请坚信品牌的价值”
|关于我们|
主播：刀姐doris（刀法 Digipont 创始人兼CEO）
前互联网平台衣二三 CMO、北美支付宝市场运营负责人、纽约 MK 传播经理、北美联合利华护肤品类品牌经理。同时也是一个营销圈和消费圈的头部 KOL，全网百万粉丝。
刀法致力于打造全球品牌的营销智库。秉承「成就中国好品牌，带领走向全世界」的核心目标，为中国品牌找到企业发展所需要的「品牌之道」、「效果之术」，以及拥有同样价值观的人才及合作伙伴，助力品牌加速。
《温柔一刀》是一档聚焦于消费品牌、营销趋势、职业发展以及多元人生等领域的对谈性播客。由刀姐doris和刀法的小伙伴们一起制作。
|本期团队|
内容制作：大格
内容编辑：Siete
剪辑：晓雨
|片头片尾BGM|
片头：中国雅痞-CEM records/By.L
片尾：Hypotheticals-Lake Street Dive